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Manager Phil Butler said: “Today has been really good and I am very excited about the store opening here today.

“It has been a long two weeks getting ready for today and I am really pleased at the amount of people that were here ready to come into the store.”

Some of the first shoppers at the new Food Warehouse by Iceland at The Peel Centre, Gloucester, Beth Gill and two year old daughter, Xanthe

Shoppers were snapping up the bargains and the friendly staff were on hand to make sure that customers were having a pleasant shopping experience.

Area Manager Andy Gregg 38 from Cardiff said: "This is the 48th store we've opened in the country. Today has been a great success. There have been around 30 people employed to work at the new store here.